This project was looking into the fashion and outdoor retailer Timberland. The project will connect Timberland with a powerful influential audience once again and have them become cultural representatives of urban youth culture.
This project stems from Timberland having strong ties with street music, youth culture and fashion in the 90's and 00's. This project will revive that relationship between urban youth culture, street music and the brand itself. In the hope to bring timberland back into the 'cool' and 'street' fashion game and becoming a voice for the youth of today.
The campaign will kick start with the Timberland Academy being advertised in the beginning of the year in January. These will be informative and creatively catching adverts with the aim to draw interest to the in-store exhibition. These will run for a month before the launch of the Academy exhibition on 1st February. This will be so that there is time for people to learn about the event before it launches as well as some free earned media to be utilised by people sharing the launch of the event online.
Print Ad Mock Up
Timeline of Campaign
Floorplan of Exhibiton
Cost breakdown of Campaign
The Academy will act as a celebration of Drill music as a genre. Showcasing its history, its pioneers and showcasing the genre to London, correcting misconceptions about the genre as well as telling artists stories. And showcasing their clothing range that fits to this target of people. People will be able to walk around the exhibition and as well as learn about the history of the genre, the artists and the music, they will also be also be able to engage with the music. They will be able to do this with using synth and beat making launchpads used for producing drill music, these will be available in the exhibition space.
At the same time the Timberland Academy masterclasses will be taking place. These will be talks from key figureheads in the Drill music scene and the industry, these will be informative and inspirational. Talks will run every two weeks and the first 3 talks will be done by, Skepta, Kenny Allstar and M1 On The Beat, a mix of artists, DJ’s and producers. These will be run on the 2nd floor of the flagship Timberland store in London Carnaby Street in the exhibition space which will easily be able to be turned into a speaking space. These masterclasses will be also run via Zoom so people outside of London can really get the full experience and will be available via sign up. This expands the campaign to other youths that are looking to really get involved, learn and be inspired. As the physical exhibition will be in the city of London it is important to make things available to others outside.
Magazine mock-up
Bust stop mock-up
Instagram post introducing the presenters
Web-Radio mock up
Digga D x Timberland Drill
Bus stop mock-up